Total TV is largely holding the line in spite of an army of global streamers slowly chipping away at its share of TV set viewing.
According to OzTAM’s Q3 Streamscape report, which assess TV viewing from July to September, Broadcast TV (ABC, SBS, Seven, Nine, Ten) and BVOD (ABC iView, 7plus, 9Now, 10 Play, SBS On Demand) accounted for 69.1 per cent of TV set viewing.
Compared to the Q1 report this is a 0.8 per cent point decline in share, which has shifted into Digital Video (30.9 per cent). However total minutes viewed increased by 2.2 per cent, so shifts in share do not necessarily correlate with increases or declines in minutes viewed.
YouTube (up 0.5 percentage points), and ‘other video’ (up 1.1 percentage points) have both grown share over the same period, while Netflix’s share has declined by 0.7 percentage points.
Other video includes the likes of Foxtel, Stan, Kayo Sports, BINGE, Paramount+, Apple+, Hayu and since the Q2 report has added HBO Max, which could explain why Digital Video has increased share.
On Q2 results, BVOD and YouTube are the winners (see charts below for a Q2, Q2 and Q3 comparison).
In the September quarter’s streaming minutes viewed, Netflix remains the leading platform with 21.3 per cent share, while YouTube rose to 20.5 per cent, driven in part by men aged 18-39 whose share of viewing increased to 24.1 per cent.
Young Eyeballs Flock To Streaming
The latest OzTAM Streamscape report includes 21 demographics, up from five at launch.
Among 18-39s, Digital Video accounts for more than half of viewing among men aged 18-39, while women aged 18-39 recorded the highest BVOD share of viewing across all age groups (17.7 per cent).
For the 25-54s, share of viewing is more evenly split between broadcast TV (46.1 per cent) and total streaming (Digital Video + BVOD) which accounts for a 53.9 per cent share.
“As Australians continue to explore more ways to watch, Streamscape provides a unified view of where attention goes and how that changes over time,” OzTAM CEO Karen Halligan said.
“The growing depth of demographic detail allows advertisers and media partners to plan and measure with far greater insight and we look forward to this continuing as this evolving product continues to mature.”
Streamscape reporting is intended to expand in 2026 to include connected devices such as smartphones, tablets, and computers, and transition to a digital interactive dashboard in the first half of the year, enabling deeper analysis and cross-referencing functionality.
